Samantha Walker
OUGD603
Brief 4 - Retirement Home
Brief 8: Retirement Home Branding Live brief set by Something More. The Brief
Concept
Considering how retirement homes are perceived currently, think about how you could turn the everyday and the mundane into wonderful experiences. Brands shouldn’t just exist to sell us more stuff. They need to do better and care about us and the society we live in.
The Drive is a retirement home in Cornwall for elderly people who wish to maintain an active and fun lifestyle through their retirement. The name The Drive links to the active aspect of the brand, a drive to carry on doing what they love.
Audience Elderly people that are not yet ready to stop doing the things they enjoy, but require the assistance of a retirement home.
By creating a home where activities such as gardening and sports are supported, the residents are able to enjoy their retirement continuing their interests and passions in life in a safer environment. There are also considerations for the less physically able elderly residents with activities such as puzzle clubs so they can also enjoy activities that will be beneficial.
Deliverables A brand concept. A visual identity. A selection of relevant products showing how the brand can be applied and how it will work.
1/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Research The concept stemmed from contextual research that suggested many elderly people in retirement homes are still physically fit and very much able to continue doing activities they enjoyed when younger and maintain an independent lifestyle. Through visual research looking at existing retirement home brands a common theme of nature was identified, representing a
calm and quiet environment. This is somewhat stereotypical and implies retirement homes are dull and places to go and simply rest, which is the preconception this brief is trying to avoid communicating. Retirement homes can and should be fun and desirable places. Some brands also looked very corporate, rather than somebody’s home. 2/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Brand Development The logo was explored typographically with the aim to communicate strength and the active concept. More traditional serif fonts were explored, but the aim was to create a contemporary brand identity therefore the sans serif were more appropriate. Different weights place emphasis on the ‘Drive’, which is they key part of the name that suggests the concept of the home.
3/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Primary logo
Pattern
Colour Palette
Fonts
Arrow
Logo Variation
telegrafico header font Avenir Roman Body copy font
Brand Components Heavy, sans serif font used within the logo to link to the active aspect of the brand whilst being clear to read. There is a subtle art deco influence within the font which is appropriate for the target audience of the elderly, whilst still being contemporary. The pattern is built with repeating arrows, that are built from part of the D and part of the T of the logo. The arrow again implies the
active lifestyle and moving forward, it also has positive connotations. The pattern also resembles a running track, again linking back to the concept of the active brand. The colour palette is unisex and bright and more fun than a typical retirement home. 4/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Icons All icons built using part of the D and part of the T from the logo. These are used to represent the many activities at the retirement home. They would be applied to such as activity planners. These give more personality to the brand and inject more fun, in addition to being helpful communication tools. 5/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
jake
elle
AIMEE
Daniel Name Badges Including icons linking to the area of expertise or job role of the member of staff, ensuring all residents get to know staff and their roles. This also creates a more personal connection between staff and residents.
6/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Wayfinding The arrow element of the brand is used through the home to direct to apartments and communal areas such as the ballroom. The brand is continued through the home in terms of decoration to make it a more fun and exciting place to live.
7/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Branded Coach The coach belongs to the home allowing residents to go on many trips. It is appropriate for this to show the brand clearly so that residents can easily identify their coach when in car parks, etc. but also as a method of promotion.
8/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Promotional Brochure Explaining and promoting the home and how it works. This would go through elements such as the many different activities. Using the off white colour of the brand for the stock.
9/10
Samantha Walker
OUGD603
Brief 4 - Retirement Home
Office Stationary Showing how The Drive brand can be visually applied to appropriate office stationary, important for the running of a retirement home, for example for patient notes. Such items should include a level of authority and proffessionalism.
10/10